Upload
alejandro-leal-valencia
View
217
Download
0
Embed Size (px)
Citation preview
8/6/2019 Hee Redesign Denardis
1/18
gher Ed Experts
2011 Higher Ed Experts Feel free to print this document, but dontload it to a web server
Iterative Web Redesign 101
Nick DeNardis
Assoc. Dir. Web CommunicationsWayne State U niversity
First, let me introduced myself
Associate Director of Web CommunicationsWayne State Universityhttp://wayne.edu/
Host of EDU Checkuphttp://educheckup.com/
Curator of EDU Snippitshttp://edusnippits.com/
Writer for .eduGuruhttp://doteduguru.com/
2011 Higher Ed Experts 2
Wayne State University
Loca ted in Detroit, MI
Large public researchinstitution
~32,000 students
Central Marketing & Communications
Not fu lly funded
No p residential mandate
Redesigned over 400 websites
2011 Higher Ed Experts 3
8/6/2019 Hee Redesign Denardis
2/18
gher Ed Experts
2011 Higher Ed Experts Feel free to print this document, but dontload it to a web server
After this webinar, you will
2011 Higher Ed Experts 4
Learn how to avoid full redesigns
What it takes to implement iterative design
Create effective feedback loops
Implement and communicate microchanges to your site
2011 Higher Ed Experts 5
2011 Higher Ed Experts 6
8/6/2019 Hee Redesign Denardis
3/18
gher Ed Experts
2011 Higher Ed Experts Feel free to print this document, but dontload it to a web server
Example
Coll ege of Education faculty list
Goal: Increase faculty findability
2011 Higher EdExperts 7
Current Page
2011 Higher EdExperts 8
Proposed Page
2011 Higher EdExperts 9
8/6/2019 Hee Redesign Denardis
4/18
gher Ed Experts
2011 Higher Ed Experts Feel free to print this document, but dontload it to a web server
FIGHT!
2011 Higher Ed Experts 10
2011 Higher EdExperts 11
Why are we talking about this?
When is it appropriate to do a full redesign?
Redesigns are a pain
Unnecessary amount of time and resources
Dont inc lude the end user till late in the game
Prompted by the wrong people for the wrong reason
2011 Higher Ed Experts 12
8/6/2019 Hee Redesign Denardis
5/18
gher Ed Experts
2011 Higher Ed Experts Feel free to print this document, but dontload it to a web server
Why are we talking about this?
Changes are not tied to goals
User goals dont change at a d ifferent rate
Making changes without a committee
The user will control the direction of the website
Al lows writers, designer and developers to honetheir craft
2011 Higher Ed Experts 13
At your institution
Id entify the user goals
Us e/watch your site from that user
Ide ntify one or more pain points
Reduce confusion
Get to a goal quicker
Delight the visitor
2011 Higher Ed Experts 14
Reasons for redesigning
Users goals not being met
Bri ng the site into a central identity
Institution or department has newgoals/initiatives
Re action to a change in the marketplace
2011 Higher Ed Experts 15
8/6/2019 Hee Redesign Denardis
6/18
8/6/2019 Hee Redesign Denardis
7/18
gher Ed Experts
2011 Higher Ed Experts Feel free to print this document, but dontload it to a web server
Example micro goals
Reduce redundancy
Cle arer calls to action
Reduce path length
Remove a silo
Integrate external information
2011 Higher EdExperts 19
Example micro changes
Grouping content
Visual style tweaks
Combining CSS/JS/Image files
Menu item label changes
Microcopy changes
2011 Higher EdExperts 20
Spot the pain point
2011 Higher Ed Experts 21
8/6/2019 Hee Redesign Denardis
8/18
gher Ed Experts
2011 Higher Ed Experts Feel free to print this document, but dontload it to a web server
2011 Higher Ed Experts 22
2011 Higher Ed Experts 23
2011 Higher Ed Experts 24
8/6/2019 Hee Redesign Denardis
9/18
8/6/2019 Hee Redesign Denardis
10/18
gher Ed Experts
2011 Higher Ed Experts Feel free to print this document, but dontload it to a web server
Split testing
Google Website Optimizer
A/B Testing
Multivariate Testing
In person testing
Focus Groups
One on One Testing
2011 Higher EdExperts 28
Google Website Optimizer
2011 Higher Ed Experts 29
2011 Higher Ed Experts 30
8/6/2019 Hee Redesign Denardis
11/18
gher Ed Experts
2011 Higher Ed Experts Feel free to print this document, but dontload it to a web server
2011 Higher Ed Experts 31
2011 Higher Ed Experts 32
2011 Higher Ed Experts 33
8/6/2019 Hee Redesign Denardis
12/18
gher Ed Experts
2011 Higher Ed Experts Feel free to print this document, but dontload it to a web server
2011 Higher Ed Experts 34
2011 Higher Ed Experts 35
Question
Users always know best?
True / False
2011 Higher EdExperts 36
8/6/2019 Hee Redesign Denardis
13/18
gher Ed Experts
2011 Higher Ed Experts Feel free to print this document, but dontload it to a web server
Question
Users always know best?
True / False!
2011 Higher EdExperts 37
Example
Wa yne State Stories
Goal: Increase story click-throughs
2011 Higher EdExperts 38
Original
2011 Higher EdExperts 39
8/6/2019 Hee Redesign Denardis
14/18
gher Ed Experts
2011 Higher Ed Experts Feel free to print this document, but dontload it to a web server
Requires Mouse Over
2011 Higher EdExperts 40
Current CTR
A measly 0.009 %
of ~820,000 visitors per month
= less than 100 click-throughs
2011 Higher EdExperts 41
Brainstorming
Drop the drawer down then up
Remove categories
Remove branding images
2011 Higher EdExperts 42
8/6/2019 Hee Redesign Denardis
15/18
gher Ed Experts
2011 Higher Ed Experts Feel free to print this document, but dontload it to a web server
Option #1
2011 Higher EdExperts 43
Analysis
Pros
Story displayed without the visitor clicking
Auto rotate if v isitor is on page too long
Cons
Takes up additional height
Weird spacing in the menu
Hard to find images that wide
2011 Higher EdExperts 44
Option #2
2011 Higher EdExperts 45
8/6/2019 Hee Redesign Denardis
16/18
gher Ed Experts
2011 Higher Ed Experts Feel free to print this document, but dontload it to a web server
Analysis
Pros
Stories are front and center
Only some additional height needed
Easier to find images to fit
Auto rotate if v isitor is on page too long
Cons
Less space for story headlines
2011 Higher EdExperts 46
Implemented #2
New CTR: 0.8 %
Now ~6,500 click-throughs per month
6400 % i mprovement
2011 Higher EdExperts 47
Lessons learned
Completely subjective
Jus t expanded on initial design
Not afraid to put something out there
We didnt change the goals of the piece
2011 Higher Ed Experts 48
8/6/2019 Hee Redesign Denardis
17/18
gher Ed Experts
2011 Higher Ed Experts Feel free to print this document, but dontload it to a web server
Its just the web
Fi nd a problem & fix it
Changes wont make you famous
Document & communicate everything
Dont do anything without real users
2011 Higher EdExperts 49
Now, how to do it at your institution?
Identify a small problem
Figure out a way to track i t
Propose changes
Talk about it wi th some end users
Implement the most appropriate one
Review the results
2011 Higher Ed Experts 50
What we learned
Redesign isnt a set it and forget it
Standing up for your end us er isnt easy
Create feedback loops
Test, refine and repeat
Build trust with communication
2011 Higher Ed Experts 51
8/6/2019 Hee Redesign Denardis
18/18
gher Ed Experts
Got a question?
We have until the top of the hour toanswer your questions
After the webinar, you can email them toKarine at [email protected] s he will forward them to the speaker.
2011 Higher Ed Experts 52
Credits
http://www.flickr.com/photos/lobraumeister/3719898954/
http://www.flickr.com/photos/rowmuse/309535784/
2011 Higher Ed Experts 53
Thanks
Thanks for taking part in this HEE webinar!
www.higheredexperts.com
2011 Higher Ed Experts 54
mailto:[email protected]://www.flickr.com/photos/rowmuse/309535784/http://www.higheredexperts.com/http://www.higheredexperts.com/http://www.flickr.com/photos/rowmuse/309535784/mailto:[email protected]